Analysis of Agri-Food and Agro-Environmental Markets

Supply and demand analysis draws on the use of primary and secondary information sources.

The research group is responsible for preparing, conducting and evaluating different information-gathering methods, including bibliographic and database analysis, focus groups, surveys, experimental auctions, Delphi analysis and in-depth interviews.

This information is used to:

• Identify problems and propose solutions in the field of agricultural production.
• Obtain data on consumer preferences.
• Establish consumer segments for agri-food products based on preferences regarding intrinsic and extrinsic product attributes, while analysing socioeconomic, attitudinal and behavioural variables to identify significant differences between groups.

This line of research can be useful for the agricultural and livestock sectors, environmental organisations, the food industry and other stakeholders across the agri-food value chain.

Greater knowledge of markets enables better-informed decision-making with a lower degree of uncertainty, thereby reducing risk for the production and business sectors. At the same time, consumers can achieve greater satisfaction with the products they purchase and are more likely to choose these products.

The group has worked for more than 25 years in close collaboration with stakeholders in the agri-food sector in south-eastern Spain, where the agri-food and agro-environmental sectors are of particular importance in relation to this technology offer.

The research group has conducted numerous analyses based on both primary and secondary sources. Primary research has included interviews, focus groups and surveys involving key stakeholders in the sector, including producers and companies, academics, consumers and the public sector.

The research group has participated in numerous research projects and agreements with companies and public organisations and has published the results obtained in indexed journals.

• Agricultural and Livestock Sector.
• Food and Beverage Industry.
• Agri-Food Value Chain (Distribution and Wholesalers).
• Environmental and Sustainability Certification Organisations.
• Public Sector Authorities Responsible for Food, Rural Development and the Environment.

Margarita María Brugarolas Molla-Bauza – University Institute for Research and Innovation in Agri-Food and Environmental Sciences